As consumer interest in health and wellness continues to rise, products that boast multiple benefits are in hot demand. Just ask Beyoncé, whose investment last year in the cold-pressed juice brand WTRMLN WTR, incited tremendous growth and attention. But the New York-based brand had already laid the groundwork for success by offering a no-sugar-added, antioxidant-rich, hydration alternative to products like sports beverages and coconut water. It also aligned itself with a mission to save millions of pounds of “ugly” watermelons that get discarded each year. With a focus on taste without waste, WTRMLN WTR hopes to change the way people stay hydrated. We talked with CMO Jeff Rubenstein (formerly CMO of Vita Coco) to learn more about the brand.
How would you describe your brand in three words?
Deliciously hydrating rejuvenation.
What’s your brand mission, briefly?
Seeding change, empowering healthy lifestyles and clean consumption.
How would you categorize the business you are in?
WTRMLN WTR is creating a new hydration and performance category in the beverage industry.
Define what a disrupter brand is, in ten words or less?
Innovation that transforms existing markets or creates a new one.
What in healthcare needs disrupting?
Food education! Too many people are in the dark about how to make healthy, sustainable consumption choices that can prevent health problems before prescriptions.
What’s the feeling or experience you hope a customer has when interacting with your brand?
We strive to make magical, memorable experiences with WTRMLN WTR, aka ‘Liquid Love.’ Watermelon has a natural connection to peak summer vacation moments and other points of sweat: sitting outside with friends and loved ones, under the sun, spitting seeds, making a mess, dripping juicy watermelon. We bring that fun to the hydration space to help people understand how to cleanly consume a food they already know and love for maximum health benefits.
What do you see as your biggest opportunity and/or challenge to future growth?
As we democratize the clean food movement, we strive to extend our market reach and also lower our prices. Because everyone deserves clean food and beverages, our innovations will continue to put WTRMLN WTR within arm’s reach of the average person’s point of sweat.
What’s the most important trait for a leader to have?
How many hours do you sleep a night?
Six hours, on and off.
On any given workday, your predominant state of mind is…?
In the zone.